SAM
Technology that scales development, rooted in coaching practice. SAM helps sporting bodies to deliver effective coaching with existing resources - delivering consistent, high quality coach development at scale, while maintaining alignment with national standards and strategic priorities.
SAM is designed to enhance - not replace - human interaction. By capturing and isolating moments of real significance within coaching sessions, SAM enables richer, more purposeful conversations between coaches, mentors, and coach developers.
SAM highlights pivotal interactions that truly influence learning, behaviour, and decision-making. This ensures development discussions are grounded in what actually happened - strengthening reflection, self-awareness and long-term coach growth aligned to recognised standards.
SAM moves coach development away from subjective opinion and toward objective, evidence-based dialogue. By providing a shared reference point, it removes ambiguity and bias, allowing coaches and their developers to focus on observable behaviours and interactions.
For governing bodies, this creates alignment and consistency across pathways - ensuring coach development standards are clear and measurable. For coaches, it provides clarity and actionable insight that supports genuine progress, rather than opinion-led feedback.
SAM significantly reduces the time, travel, and labour traditionally required for session observation and analysis. Feedback can be captured and delivered while the session is still fresh, increasing relevance and impact.
For governing bodies, this means scalable coach development across different regions, programmes, and levels - without increasing staff workload or cost. For coaches, it means timely insight and less administrative burden, freeing time for reflection and measurable improvement.
Automatically flags key coaching interactions so reflection is focused on what truly influences coach effectiveness, learning and behaviour.
Delivers timely insight while sessions are still fresh, maximising relevance, retention, impact, and accelerating learning.
Anchors conversations in observable video-captured evidence, supporting consistent feedback, assessment and progression.
Judgement-free, reflective prompts that encourage curiosity, psychological safety, and genuine engagement.
Short, focused video clips provide rapid insight, significantly reducing time, travel and resource requirements.
Reveals communication patterns and behaviours, helping coaches understand how their language shapes outcomes for athletes.
Andy, Mark, and the Coach Logic team take a real interest in how they can support us to achieve our objectives and are constantly searching for better outcomes and solutions. They bring real enthusiasm and drive to their own work, and the work of others.
John Lawn
England Rugby, Director of Game Development
Basketball Australia is working with SAM as part of our broader coach development ecosystem. The relationship to date has been built on strong, informed coaching conversations with a team that genuinely understands coaching practice and coach learning. SAM shows real potential to support reflective practice and offer meaningful, objective insights into coaching behaviours across our network.
Neil Gray
Basketball Australia, Community Capability & Education Manager
We have worked with Coach Logic since 2016 to support the FIH Academy in developing coaches and match officials worldwide. The platform enables meaningful reflection through video, helping us scale high-quality coach development globally, and the introduction of SAM is an exciting step that will allow us to reach and support even more coaches across the game.
André Oliveira
FIH, Senior Academy Manager
